Reaching students is a tough game and yet for banks they are a key market. NatWest's contribution was to offer them a free railcard - a distinctly unsexy offer.In order to hit the 85% of students who organise their finances before coming to university, NatWest targeted their favourite TV programmes, creating a bespoke schedule of multichannel spots as well as key terrestrial spots. To reach the remaining 15% Natwest used IPTV which allows advertising to be targeted only to relevant consumers and inside every student room was an IPTV network called Freewire. Find out more...

To drive openings of the NatWest Student Account, NatWest's campaign ran in two phases. The first used conventional TV to target organised students. A mix of multi-channel and key terrestrial spots enabled it to reach 63% of the target audiences at 1+ cover. The second phase aimed to reach the 15% of students who don't sort out their banking until they arrive at college. It used Freewire's IPTV platform and Channel 4 programmes to ensure the ad was only seen by students.